U LA LA served as executive production and lead production company for Nike’s “No One Plays Like DXB” campaign, created for the opening of Nike’s Dubai flagship store — the largest in the Middle East.

Directed and photographed by Sharif Hamza — a British-Egyptian-Filipino artist whose own Third Culture Kid background deeply informs his work — the campaign deliberately moved away from traditional pro-athlete imagery to celebrate the diversity, fluidity and street culture of Dubai’s youth. The film and stills captured young expats and locals playing basketball, skating and dancing against the backdrop of Dubai’s modern architecture, reflecting how a generation that doesn’t identify with just one country blends heritage with global sports culture.

As lead production company, U LA LA managed executive production throughout — overseeing the director, DP, travel, accommodation and overall project coordination. On the ground in Dubai, U LA LA worked alongside a local production company to provide additional local support, ensuring the cultural authenticity and creative ambition of the project was matched by seamless execution.

Production Facts

Client — Nike

Campaign — No One Plays Like DXB

Director/Photographer — Sharif Hamza

Executive & Lead Production — U LA LA

Location — Dubai, UAE

Deliverables — Digital content & campaign stills

Production Scope

On-site production oversight

Executive production and lead production company

Full crew assembly and management

Location sourcing and coordination

Supplier and logistics management